Two of the most anticipated times for brands and consumers have arrived: Black Friday and Christmas . But they are involved in a problem: the economic crisis and inflation. How will consumers react? Salesforce has presented its predictions for the 2022 Christmas campaign. Salesforce assures that 42% of consumers have planned to anticipate their purchases , but the instability of the economic situation and uncertainty is also leading many users to wait for possible last minute offers and discounts, which will be more aggressive this year. Therefore, compared to an average of 15% discounts that occurred in 2021, the expectation is that these discounts will reach an average of 18% this year.
The 6 conclusions of the study on consumer behavior
Online traffic remained high ahead Switzerland Phone Number List of Cyber Week Digital traffic increased 3% in the United States and 1% worldwide as consumers searched for Christmas gifts. 2. Christmas shopping starts slowly Although consumers look for gifts in advance, due to high inflation, consumers are more patient and extend the purchasing time longer. Digital commerce revenue remained stable in the United States and fell 7% globally. 3. Rising prices put buyers on edge The average sales price increased 14% in the United States and 8% globally compared to 2020. Even with discounts, consumers continue to pay more than they did two years ago. 4. Discounts and digital marketing retreated after the Prime Day event in October Discount rates fell 16% in the United States and 6% globally over the next four weeks, on average, after Prime Day 2022 , compared to the same period last year. Email and mobile marketing messages decreased by 5% globally the week after Prime Day . 5. Sectors offered higher and better early offers The biggest discounts were found in the sectors of: Appliances (26%).
Salesforce's 5 predictions for this Christmas
These are the main conclusions, which have been ASB Directory presented by Andrea Zarroca , Senior Principal Success Manager of Retail at Salesforce Spain. 1. Consumers decide whether to advance their purchases to avoid price increases or wait for discounts. Inflation is the main factor that will divide consumers into these two groups . According to Salesforce, 42% more shoppers worldwide plan to purchase gifts in advance. 2. Loyalty translates to value Consumer loyalty is shifting toward experience and value . In the Salesforce study they show that consumers will change their trusted brand for another at Christmas due to prices. This implies that up to 2.5 billion customers around the world could switch brands for this reason. According to Salesforce data , 54% of customers feel that sales, service, and marketing departments generally do not communicate well with each other. 3. Physical stores will drive consumer sales across all channels Salesforce predicts that brick-and-mortar stores will take back the impact on sales , and they demonstrate this by the fact that 85% of customers expect unified interactions, regardless of where they occur.
